Publication: Optimal duration of magazine promotions
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Identifiers
Publication date
2005-04
Defense date
Advisors
Tutors
Journal Title
Journal ISSN
Volume Title
Publisher
Springer
Abstract
The planning of promotions and other marketing events frequently requires manufacturers to make decisions about
the optimal duration of these activities. Yet manufacturers often lack the support tools for decision making. We
assume that customer decisions at the aggregated level follow a state-dependent Markov process. On the basis
of the expected economic return associated with dynamic response to stimuli, we determine the ideal length of
marketing events using dynamic programming optimization and apply the model to a complex promotion event.
Results suggest that this methodology could help managers in the publishing industry to plan the optimal duration
of promotion events.
Description
Keywords
Optimal duration of promotion events, Markovian process, Dynamic programming
Bibliographic citation
Marketing Letters, 2005, v. 16, n. 2, pp. 99–114